The evolution of pink ribbon marketing

The organization recognized as the largest in the world advocating breast cancer research is also credited as the first to issue the pink ribbon so symbolic of the public's awareness of the disease.

Michael Holtzman

The organization recognized as the largest in the world advocating breast cancer research is also credited as the first to issue the pink ribbon so symbolic of the public's awareness of the disease.

In 1991, at the Susan G. Komen for the Cure race in New York City, sponsors first gave out pink ribbons to breast cancer survivors participating in the race.

They saw the ribbon, however, as a minor event to a mission begun in 1982 with an organization responsible now for raising more than $1.3 billion for breast cancer research and treatment.

It's named after Susan Goodman Komen from Peoria, Ill., who was diagnosed with breast cancer at age 33 and died in 1980. It was her sister Nancy Goodman Brinker who formed the foundation in 1982 with the belief her sister may have had a better outcome with better awareness and treatment.

The pink ribbon evolved over the next couple of years as a result of two distinctly different actions - a grass-roots effort by 68-year-old grandmother Charlotte Haley and another by a giant cosmetic corporation.

In 1992, noted New York columnist Liz Smith wrote about Haley making peach-colored ribbons to fight breast cancer with a message that took root: "The National Cancer Institute budget is $1.8 billion. Only 5 percent goes for cancer prevention. Help us wake up legislators and America by wearing this ribbon."

As a backdrop, the country's most widespread, contemporary use of symbolic ribbons dates to 1979 when 53 Americans were held hostage in Iran for 444 days. The wife of a hostage tied a yellow ribbon around a tree in her front yard, inspired by the country song.

The country followed suit in solidarity until the hostages returned home on Jan. 20, 1981.

Nearly a decade later, AIDS activists used bright red ribbons as a color of compassion to symbolize soldiers fighting and dying in the Gulf War.

During the same period, Charlotte Haley was pushing legislators to fund breast cancer research with her peach ribbons, and the editor of Women's Health magazine, Alexandra Penney, was promoting breast cancer awareness.

A year earlier, Evelyn Lauder, Estee Lauder senior corporate vice president and a breast cancer survivor, had guest edited their effort to spur awareness that was highly successful.

The two women came up with the idea to spread ribbons across the country with the Estee Lauder products in their second breast cancer awareness campaign.

They did not select a color but thought of Haley's story. While Haley rejected their offer to participate as too commercial, various entities became involved.

Pushing to use a ribbon as a powerful promotion, their lawyers suggested finding another color. They chose pink, consistent with their cosmetic products and traditional femininity.